What is Lead Scoring?
Lead Scoring is a core concept in modern B2B revenue. Here is a clear, accurate definition, why it matters, and how Ardovo handles it.
Short answer
Lead scoring assigns each lead a numeric value based on fit and behavior, so reps know which to work first. Fit points come from firmographics like industry and size; behavior points come from actions like demo requests or pricing-page visits. A high total flags a lead ready for sales.
Key takeaways
- Combines fit (who they are) and behavior (what they do) into a score.
- Higher scores signal higher likelihood and readiness to buy.
- Lets reps prioritize the few leads worth immediate attention.
- Thresholds trigger handoff from marketing to sales.
Why it matters
Reps cannot work every lead. Scoring focuses limited selling time on the leads most likely to convert, raising efficiency and keeping hot leads from going cold in a queue.
How Ardovo handles it
Ardovo scores leads on fit and behavior automatically and surfaces the hottest at the top of the list. Rook can adjust weights based on which scored leads actually closed, so the model improves over time.
Frequently asked questions
What factors go into a lead score?
Fit factors such as industry, company size, role, and location, plus behavioral signals like email engagement, site visits, content downloads, and demo requests. Negative signals such as a personal email domain can subtract points.
What is the difference between lead scoring and grading?
Scoring often blends fit and behavior into one number. Grading usually rates fit alone on a letter scale. Some teams use both: a grade for fit and a score for engagement.